Lurpak Film STRAWBERRY by Tribal London

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Industry Dairy products & Eggs
Media Film
Market United Kingdom
Agency Tribal London
Released February 2001


IPA Effectiveness Awards 2000
The Winners 4-Star Winner

Credits & Description

This paper demonstrates how advertising, based on academic research, turned the butter market on its head.

In just 3 years, the advertising grew a regionally based brand, Lurpak, to No. 1 in the UK - dethroning the brand leader of almost 40 years standing. The advertising paid for itself nearly 1.5 times over, almost doubling Lurpak's value to over £100m.

This was remarkable in a declining market, characterised by decades of static shares and entrenched tastes.
Title "Strawberry"
Agency DDB UK
City London
Portfolio Also see this ad in the agency portfolio
Advertiser Arla Foods
Brand Name Lurpak
Product Name Butter
Business Sector Butter
Market United Kingdom
Country of Production United Kingdom
Language English
Type Television
Length 40 seconds
Tagline Its a matter of taste.